Chapter 3: Social Consumer

Digital identity: You are what you post! Wow, this sentence has captured the significance of social media quite well. I believe many students and young people don’t truly comprehend the impact of social media on their lives, opportunities, and careers. After reading chapter 3, I wonder what my social footprint in all 4 social media zones would be like. How about you?

Here are prompt questions for chapter 3:

1.  Discuss your social footprint in all 4 social media zones.
2. If you are a brand, what is your digital brand name? Why?
3. Do you consider yourself a social media addict? Why or why not?
4. Analyze the target audience of a business/organization of your choice (e.g. FMO or the Marketing and Merchandising department). Describe five market segmentations within the target audience of the group you previously selected. Answer the following questions:
1. In what online communities do these market segmentations participate?
2. What activities do these market segmentations participate in … online, and in real-world communities?
3. What role does social technology play in the lives of these market segmentation members? (i.e., do they use technology to keep in touch with friends and family,  as a productivity tool,  as a stress reliever?)




Did you feel this chapter has helped you develop your understanding of the uses of social media in marketing and merchandising? Explain why or why not. Did anything confuse you? Did the chapter leave you with more questions?